Decoded Fashion - Weekly Stories - Couture Week July

Image source: Elle

The value of couture in the digital age has been much debated – it works, after all, at a polar opposite pace to the rest of luxury fashion, which has become so sped up as to see its seasons increasingly merge. But in a fast-paced industry subject to near-constant fashion weeks and the rise of the mid-season collection, Paris Haute Couture Week has retained its sense of occasion.

Paradoxically, for the facet of the industry most dedicated to creating in slow-time, the value of couture for luxury houses is now anchored in instant gratification, too. In a fashion environment that’s inextricable from social media, the bigger the event, the better the buzz.

In Paris, the most traditional and luxurious of houses has also emerged as the most social-media savvy of recent times. Chanel mounted its star-studded online offensive with a fantasy casino set up in the Grand Palais. There, the likes of Julianne Moore, Lara Stone, Kristen Stewart and Lily-Rose Depp (daughter of Vanessa and Johnny and Instagram heroine to teenage girls everywhere) placed their bets on gambling tables. The show, inevitably, hit the social buzz jackpot, enthralling press and followers alike.

Elsewhere during couture week, Giambattista Vali x Mac’s rose-covered Opéra and Dior’s pointillist church made the point that the outside of the show can pack just as much of a social media punch as the inside. What’s more, though Miu Miu has no couture collection of its own, the brand made the schedule work for its own benefit – throwing a disco party to show its Resort 16 collection that doubled up as a launch for its first ever fragrance. For brand-loyal fans, the #MiuMiuClub was a reminder of what youth and fun can do for couture – even without any couture clothes to speak of.

The value of physical events to brands in a social-mediated world is something not lost on many consumer brands: just look at the Super Bowl in the US, where the ad break bonanza resonates across social media like never before. But during a high-fashion institution like Haute Couture Week, the injection of social media value forms an important part of the pushback against minimalism for global brands: as the clothes, event and social media output of houses like Chanel demonstrate, it is still worth gambling on all-out excess.

Reported by Claire Healy


“Between red carpet placements and publicly documented friendships with the likes of Justin Bieber and the Kardashian/Wests/Jenners, Givenchy and its creative director, Riccardo Tisci, have pretty strong brand awareness in the U.S. However, its retail footprint has up until now been comparatively small.”

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Decoded Fashion - Fashion Tech Daily -  Givenchy


We are back in Paris at Google France HQ in partnership with Arvato! For our third Paris edition, we’ll take a deeper look into big data.

There is no question that the customer experience has been disrupted and influenced by changes in hyper-connected customer behavior and a growing demand for customization.

Marketing and omni-channels strategies rely more than ever on the knowledge, understanding and analysis of customers and of their journey. The digital backed by big data is no longer an opportunity, it’s finally a necessity and imposed in brand strategies.

Céline LIPPI, Co-Founder & Managing Director @ Fashion Capital Partners

KEYNOTE: Decoding Big, Smart & Social Data Stakes
Georges-Edouard Dias, Co-Founder & Chief Strategy Officer @ QuantStreams
15+ years experience in the digital space and until the end of 2013, Georges-Edouard Dias was Chief Digital Officer at L’Oréal.

ROUND TABLE: Crossed Views and Perspectives from Luxury, Fashion, Beauty and Media on Big Data Strategies
Facilitator: Christophe Biget, Co-Founder & Partner @ iVentures Consulting
Axel Adida, Digital COO @ L’Oréal
Sébastien Fabre, CEO @ Vestiaire Collective
Deborah Marino, Strategic Planning Director @ Publicis 133
Arnaud Monnier, Director, Brand Sector @ Google

Florian Douetteau, CEO @ Dataiku
Guillaume de Roquemaurel, Co-founder & CEO @ Little Big Data

Networking and Cocktails @ Google Cultural Institute

Gold Sponsor: Arvato
Supporting Partners: Fashion Capital Partners, Google, Maddyness, Numa
Supported by: La French Tech



“The tech sector continues to be the shining light of France’s challenging job market and, as such, there are many startups looking to expand and increase the depth and breadth of their teams.”

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Decoded Fashion - Fashion Tech Daily - Startup Job Fair

Paris Launch

After touching down for all of 8 hrs after SXSW, we hopped on the Eurostar to continue our European Meetup tour! First stop Paris, with the support of our local host Celine Lippi, Co-Founder of Fashion Capital Partners. With a full house at the newly opened Le Numa, it was time to discuss the ins and outs of the ever growing omni-channel.

Kicking off with an opening keynote from Google‘s Pauline Butor who told us an astonishing five billion queries regarding fashion and beauty are made through Google every month! She went on to demonstrate the vast amount of Google tools available to fashion brands, that can help them gather data and create content. Talking us through last years hugely successful Topshop Fashion Week campaign, which used live hangouts to create another layer of content and a live view of a model’s runway walk.

Next both iVentures Consulting and DemandWare discussed how to improve customer experience, with the connection between both physical and digital stores. iVentures Consulting gave us a preview of their eShopper Index, which brands came up top digitally? The top 5 included Zalando, Zappos, Amazon, NET-A-PORTER and Gap.

Fusalp, Vilebrequin & l’Exception debated best practices; rethinking retail with smart shopping experiences, digital windows and customer touchpoints, with a gentle reminder that at the heart of all these tech innovations still remains the physical product and of course the consumer!

The evening closed with 3 startup pitches; Shop’n’Brag, a mobile shopping app that seems to do just about everything, with augmented reality features and deal finders rolled into one; HappyBeacon, allowing retailers to interact directly with the consumer through push notifications and our final startup, joining the fight against returns by letting the consumer try on clothes virtually.

For all the photos from the evening, head over here and Paris, we cannot wait to return in June!